How far can I go to the new popularity "Internet red ice cream" in learning cakes?

Summer is here, and the ice cream is "hot".

Recently, "don't take the ice cream you don't know easily" directly rushed to the hot search on Weibo. The ice cream quickly "out of the circle" with its amazing "immortal price". Numbs. "The price of the ice cream was shameful by the" stabbing "netizens who exclaimed the" ice cream assassin ".

Since the debut of "Ecuador Pink Diamond", Zhong Xuegao, who climbed to the top, rushed to the top of the 2018 Tmall "Double 11" ice cream product list at a high price of 66 yuan. "Heng" gradually became people's nostalgia for "ice cream freedom". Ice cream is free to buy freely.

■ "Freedom of ice cream" encountered a price hidden weapon

5 corner money popsicles and 18 yuan ice cream who is more future?

"Mom, I want to eat this." The summer afternoon sun was burning, and a pair of little girls with a pair of sheep -horn braid opened the freezer and took out a cute mango -flavored ice cream like a small leaf. One checkout: 18 yuan. "So expensive? Catch up with a burger!" The mother put the ice cream back at hand, embarrassedly smiling at the supermarket owner.

"It doesn't matter, it's okay, the current ice cream is really expensive to catch up with a meal." The boss Liu Jie operated Haiyu Supermarket for more than ten years in the Longxiang Garden District of Shahekou District, Dalian City, and sold high -end ice cream for the first time this year. "This is Yili's product. You see, the manufacturer specially provided me in order to promote me, and gave me 100 yuan for electricity bills per month." Following the direction of Liu Jie's fingers, the reporter saw a small freezer, which was all in it all. It is the "must be happy" brand, "purple potato", "cheese", "hazelnut" and other less than 10 flavors.

Regardless of winter and summer, ice cream has always been a best -selling casual food for Haiyu Supermarket, especially the price of 1 to 2 yuan, and customers buy 10 to 20. "I can sell a large box for two days, almost 400 ice cream." Liu Jie said that Yili, who has always been sold well in the mid -range ice cream, now starts to push high -end products. "Two years ago, young customers were available. Buy a lot in the group. "

Liande Community, 1 km away from the Longxiang Garden Community, is a 20 -year high -end community. Cai Ruomei has been operating Cheng Ming supermarket here for 10 years. The supermarket is not large. There is only one freezer. The cheapest ice cream inside is the old popsicle with a 5 -corner of the middle street.

"Just a freezer, can only be sold fast, high -end ice cream can't be sold here, placed in the freezer to occupy a place." Cai Ruomei told reporters that although there are few young people here, there are few young people, so high -end ice cream is not good Sell.

"10 years ago, I sold 2 yuan for each of Qiaolez, 3 yuan last year, and 4 yuan this year." Cai Ruomei said, the original ice cream, the price increased, there were fewer people who bought it. In Cheng Ming's supermarket, the 5 -corner Mid -Street old popsicle is very hot, but it is not easy to buy. "I have to sell 10 boxes to 20 boxes of ice cream manufacturers to give me a box of old popsicles." Cai Ruomei explained that low -cost ice cream is good for selling, but helpless manufacturers are limited to supply.

The 5 -corner of money popsicles have their own flavors, and 18 yuan ice cream is also wonderful, but do they all have a bright future?

■ From the summer heat tool to social tools

Is there any hardship behind the price of ice cream?

Taishan Frozen Factory in Dalian Bangjima Food Co., Ltd. is the main place for cold drinks and distribution in Dalian. Most of the ice cream dealers in Dalian are concentrated here. Since June, the cold chain logistics trucks in and out here have increased, and ice cream sales have ushered in the peak season, and more than 3,000 tons of goods account for 1/5 of the cold stock reserves. The factory director Zhou Wei has worked here for more than 20 years. He witnessed that the changes in ice cream in the warehousing field are the fastest, the most varieties are the most, and the competition is the most intense.

"In the past, the ice cream was called a popsicle, which was a heatstroke prevention and cooling. The current ice cream is called ice cream, which is a casual social tool." Zhou Wei said that the changes in the function of ice cream society have made raw materials, production, sales, etc. The changes in the entire industry chain have also pushed the ice cream constantly.

What impressed Zhou Wei was that when Hong Polar's Tsar Tsar Cream was launched more than 20 years ago, it was so popular that "the relationship could not be bought." Starting from the Tsar dates, the variety of ice cream varieties with different tastes have increased sharply, and many new products are listed every year.

Why do I have many new products suddenly appeared in ice cream? The answer given by ice cream dealers is directly related to price increases. With the development of socio -economic development, the cost of raw materials, labor costs, logistics costs, levels of technology, and consumption power, changes are changing.

The "Tsar Tujube Phenomenon" makes ice cream bid farewell to the era of 1 yuan in the 1 yuan; in the same way, the phenomenon of "net red ice cream" makes the price of ice cream leap forward two -digit era.

As early as 20 years ago, the ice cream industry had "Hermes", and Hagagen -Dazs, who was 25 yuan per ball, was well known. In the TV series "Family with Children", Liu Xing once said such a sentence: "Hargen Das, what else can you eat?"

Hagens Das has been the leader of high -end ice cream since 1996, until the upper position of Chinese -style net red ice cream in 2018. First, Zhong Xue Gao took the net red ice cream's head, and then Ao Xue's "double yellow egg" caused snap -up frenzy, as well as "Zhongjie 1946", Guangming "Xiong Xiaobai", and Yili "must be happy". Recently, Moutai Ice Cream has created another miracle of the ice cream e -commerce industry: 51 minutes, the sales volume of the "I Moutai" APP exceeded 40,000, the sales amount exceeded 2.5 million yuan, and the average price of 60 yuan made ice cream "high" this year.

The market is forced, regardless of manufacturers and dealers, they prefer the high -end ice cream market. In this process, the low -cost ice cream that ordinary people like are naturally crowded by high -end markets. In the interview, the reporter learned that with the changes in the values ​​of the consumption of food consumption and the changes in the values ​​of food consumption, the consumption capacity of ice cream is gradually declining, but the sales of ice cream are growing.

From the perspective of sales, low -priced ice cream is higher than high -priced ice cream; in terms of sales, high -priced ice cream is higher than low -priced ice cream. A 5 -corner of the middle street old popsicle, a dealer can sell 10,000 boxes a day, and the same sales selling 10,000 bells Xue Gao reached.

The reporter learned from the ice cream manufacturer that the cost of "ice cream" that is frozen from packaging bags, small wooden sticks and tap water is 4 cents. Enterprises should maintain brand quality, "price increase" is the only way out.

So we see that the quality of the ice cream is getting more and more refined, the value is getting higher and higher, the taste is getting better and better, and the price is getting higher and higher.

■ Classic ice cream does not follow the online celebrity route

Why is the offline brand of "net red ice cream" difficult?

Shao Wenjing, general manager of Dalian Yuze Trading Co., Ltd., is a senior ice cream dealer who has been working for nearly 30 years. Recently, he has been working in the courtyard of Taishan Frozen Factory. He has allocated and distributed ice creams of different brands every day. Among the sales channels he mastered, Rosen, there will be one of the best performances such as chain convenience store systems.

"Why do you sell well in a chain convenience store? You go and see, almost all young people who go shopping." In Shao Wenjing's view, young people are always the main force of ice cream consumption. "In the consumption logic of young people It feels good to have a higher proportion. Compared with the price, they look more, strange, and special consumer experiences. Using current buzzwords, this is called "Yan value economy '."

The reporter walked into a chain convenience store. The eyes were all about 10 yuan or even more expensive ice cream. As soon as the doubts of "someone bought it", Shao Wenjing laughed: "The high -end ice cream sells the best in the chain convenience store."

The relatively developed chain convenience store system leads the market's acceptance of high -end ice cream. Shao Wenjing told reporters that the sales volume of Dalian high -end ice cream was preferred throughout the northeast. It is understood that last year, the sales share of Zhongjie ice cream in Dalian accounted for 80%of the high -end ice cream. The strong market made Zhongjie ice cream focus on the entire Northeast marketing resources to Dalian this year.

The high -end ice cream is in the Internet, and the increasingly complete cold chain logistics has broken the monopoly of the brand's "Big Brother" to the ice cream market, and more and more new brands can enter the market competition. Zhong Xue Gao, who detonated the social network.

Since the layout of direct -operated stores in July 2019, Zhong Xuegao rushed from online to offline. In Dalian, last year, a dealer "shaking hands" Zhong Xuegao, Pan Wei, general manager of Dalian Xuelongyuan Trading Co., Ltd., is one of them, but Pan Wei said: "Zhong Xuegao sells it here. Sexual consumption is very low, no one bought this year. "

Pan Wei is responsible for the sales of ice cream in the entire Lushun area. This year, he represented another net red ice cream of 18 yuan -the joint limited edition of the middle street big fruit bird nest ice cream. In contrast, general public acceptance is not high.

Net red ice cream wants to quickly earn "traffic" offline, and it is necessary to experience a transformation process. When doing a market research, the reporter found that online consumer groups are accustomed to shopping online, and they do not buy online celebrity products offline; while offline consumer groups are blurred by the concept of online celebrity ice cream, they will never buy ice cream online. Why is it so expensive? "As of now, although Zhong Xuegao's offline marketing innovation in Dalian has been at more than, there is no" explosive point "in sales.

In the Dalian ice cream market, influential foreign and foreign brands mainly include Hagens Dazs, Movarbi, Nestlé, He Luxue, Bazhi, Mengzhi, Mengniu, Zhongjie, De Shi, Hong Polei, Ao, Ao, Ao, Ao, Ao, Ao, Ao, Ao, Ao, Ao, Ao, Ao, Ao Snow, Dehua, Sunday, Baijiadi, Ruby and so on.

The reporter learned that it was Qiao Lez, which allowed Yili to be based on the "big brother", accounting for 25%of his total sales; Ded's is sought after by the market is big milk bricks and old popsicles, accounting for half of its total sales. The mainstream products in the ice cream industry are not Internet celebrities.

Looking at the local ice cream brand in Dalian, Meslin's ice cream is unique. It is the longest and only old brand in Dalian history. After more than 20 years of accumulation, Messin Ice Cream has formed four classic products: large torch, double crispy tube, cash cow, and M cup. It still maintains the price of the people, so that the "ice cream memories" of the Dalian people have been rising into Dalian snow cake.

The market is stormy, big waves. Although the Internet celebrities are "red", they seem to appear in the pan. Formed a brand, you still need fist products.

■ Circuit upgraded ice cream cross -border joint

What is the reason for the cultural and creative ice cream "high price is not expensive"?

The ice cream track is quietly upgraded.

In recent years, the cross -border joint name of the ice cream brand has been in full swing. In addition to the "Moutai Ice Cream" of the wine, there are also coffee "Costa Qixuan Ice Cream", "Haidilao Coconut Ice Cream", "Jinan Tun Tun Spring Ice Cream" in the scenic area "Oolong Ice Cream", even Tsinghua University also launched the "Peony White Peach Cream".

The "cross -border" pattern of ice cream brands is opened again.

In 2019, People's Daily Weibo showed out a number of tourism cultural and creative ice cream in the country, including the Forbidden City ice cream, Yuanmingyuan ice cream, Lingshan Great Buddha palm ice cream, Nanfuku Lane ice cream, Yuyuantan cherry blossom ice cream, etc. Cool music ice cream is among them.

The reporter learned that it was discovered that Wang Guo was the first tourist scenic spot for Cultural and Creative ice cream in Dalian. In 2017, it was the sales champion of the park's theme cultural and creative products. In the past five years, it has always been high. Last year, it exceeded 1 million yuan. Looking at the whole country, the price of cultural and creative ice creams starts from two digits, but the reflection of tourists is very different. "Simply taking pictures and punching cards, it's really stupid. But don't take pictures and punch cards. I feel missing something. Holding a cultural and creative ice cream to take a photo, it feels very different, it is vivid, and the cultural taste." This is a reporter In the minds of tourists hear during the interview, the price of people's attitudes towards cultural and creative ice cream is "compared with other tourist souvenirs. A dozen or twenty pieces of good and delicious ice cream are acceptable."

The "ice cream assassin" seems to be less hurt in the field of cultural and creative. The cultural and creative ice cream that highlights the personality and the veins makes the "ice cream assassin" that makes the sword painful formed another denomination, causing people to transfer to the thinking of "ice cream innovation" from the nostalgia of "ice cream".

"Since the launch of cherry blossom ice cream in Yuyuantan Cherryfine Garden in Beijing in 2017, we are considering the development of cherry ice cream with the characteristics of Lushun Sakura Garden." "We are full of energy to make the first cherry ice cream in the northeast. Now, although the wishes are as expected, the process is difficult."

On April 16, 2022, the Lushun Sakura Festival was grandly opened. The "Sakura Sakura", who was already 1 year old, appeared for the first time to become a cute pet, and sold more than 10,000 a month. 15 yuan high price and spring cold materials failed to stop people's romance of "Sakura Sakura".

"The light design draft has changed 10 times, and even the design of the ice cream stick must make it a souvenir." Liu Wei is one of the main designers of "Sakura Sakura". She said that the birth ratio of "Sakura Sakura" October is more difficult. A manufacturer of ice cream, a manufacturer of ice cream sticks, a manufacturer, a small cock box, a manufacturer, "a 'brigade Sakura' is equivalent to 5 mothers."

In July 2021, the "Sakura Sakura" ranked into the entire Lushun as soon as it was listed. The scenic spots owned by the Lushun Cultural Travel Group are sold, and even the local ice cream dealers have been vigorously promoted because of "love their own children".

"Last year I met a tourist. I came to Lushun for the" Sakura Sakura ", and I drove back after eating ice cream." Sun Fang told reporters that this encounter made him deeper the cultural tourism value of cultural and creative ice cream. With his understanding, he remembered Luo Zhenyu's sentence: The easiest way to test a brand is whether you want to take a selfie with it and share your circle of friends.

"This year we launched the" Sakura Sakura "upgraded model. According to the color of cherry blossoms, three colors and three flavors of pink, green, white, and white, tourists are very good." In order to cooperate with exhibitions or celebrations, they are selling cultural and creative ice cream, which shows that cultural and creative ice cream is becoming a more lively tourist souvenir by people. "

This year, Lushun Cultural Tourism Group contacted Rosen Convenience Stores, and wanted to make cultural and creative ice creams with Lushun cultural marks- "Sakura Sakura" and its twin brothers "Lion's Exit" and "Lushun See" and walked out of Lushun to Dalian.

Perhaps this will trigger a "two -way rush".

The reporter learned that the development of cultural and creative ice cream is expensive, but it cannot limit the vast imagination space of new cultural and creative. Many scenic spots that have not launched cultural and creative ice cream have been cooperating with snow cake factories, and even some enterprises and institutions have customized cultural and creative ice cream for the exhibition.

Recently, after a strategic reorganization and optimization layout of Dalian Cultural Tourism Industry, Dalian Cultural Tourism Development Group Co., Ltd. was newly formed. For state -owned assets, the development and construction of "Dalian Gift · Dalian Famous Products" is higher. The reporter was informed that the Dalian Lord Tiger Beach Ocean Park and the Dalian Forest Zoo with more than 3 million people in Dalian Cultural Tourism Development Group were developing cultural and creative ice cream. Liangyuan is not afraid of being late. The traffic economy characterized by taking pictures and punching is always looking forward to seeing more fresh possibilities.

A "two -way rush" about cultural and creative ice cream is now visible. It not only exists between tourists and scenic spots, but also between enterprises and markets.

When the net red ice cream is described as "ice cream assassin", cultural and creative ice cream has become a "artifact". Taking culture as the main ingredients, "delicious", use emotional communication as traffic, and text pulse transmission as the fundamental, this is the inherent logic of the high and expensive price of cultural and creative ice cream.

It is not valuable.

Wen Wang Chunyan is provided by Lu Wenzheng Han Xinnuo and Dalian Haichang discovered the theme park of the kingdom and Dalian Lushun Cultural Tourism Group. (Zhao Jianwei compiled)

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